The craft gin market has grown exponentially over the past few years with an increasingly wide appeal most especially amongst a Millenial audience – more and more niche spirits are riding to fame on the back of their ‘small batches’ and ‘extraordinary botanicals’ all distilled in the middle of nowhere by magical pixies. Even a highly interesting and peculiar brand like Hendrick’s is having difficulty achieving stand out and staying relevant.

We were tasked with creating an immersive experience that ignited people’s curiosity and not just as part of one of their famous curious events.